ThumbTracker

“Find it with your thumb.”

Nicole DangAlicia Cuadra-CutlerCindy Ramirez

Jeanie PhamBiruk Ameha

● The price: $25

● The USP: USB stick and tracking sticker with App.

● The Competition: Button Tracker, Lookout, CobraTag

ThumbTracker

Initial Target Demographic

• College Students• Ages 18 to 25• Annual Income: <$25K• Geographic location: Bay Area (San Jose)

The Process

• Sample Groups:

Interview: 12 people 22 questions

• Survey: 30 people Survey Monkey

limited to 10 questions

Demographics: Interview

Demographic: Online Survey

Gender

Age

Demographics: Online SurveyOccupation

Moderate Income

Interview ResultsMost people tend to misplace wallets or purses.

Other Online Survey Results: ● Most people tend to misplace keys.

Other Online Survey Results: ● How would they share information about

the product?

Other Interview Results

● Likelihood of sharing product on Social Media.

General Findings● People lose small items on a weekly basis.

● Many feel the product is for old or forgetful people.

● Don’t have a daily need and/or say wouldn’t have a use for it.

● They would pay $25.00 or less.

Differences of Both Research MethodsInterviews● Product didn’t fit

their lifestyle● Generally negative/

defensive comments

● Not as enthusiastic about product

Similarities

Surveys

● Gave more elaborate comments.

● Comfortable sharing their personal experiences

● Willing to buy/try out product

● Interested in the App/Wifi capabilities of product.

● Were not in favor of the USB flash drive support

● Interested in the size of the device

● Not interested in the color variations available

● Wanted to know more details about the product.

Situation AnalysisEnvironmental:

Primary: San Jose, Secondary: Greater Bay AreaEconomic:

Primary: Students, Ages: 18 - 25, moderate income

Secondary: Working class, Ages: 26+, moderate income

Social Factors:College life, Business lifestyle (on the move), Family situation

Conclusions● New USP: Small tracking sticker with an App

● New Target Demographic: Primary: Student (18 - 25)Secondary: Working class (26+)

● Price: $25 (for the sticker & USB/battery charger combo)

$10 for 5 additional sticker

Marketing PlanCommercials:● Morning news, Online shows, Infomercial

Social MediaFacebook:

● “Like”, “Share” and photo PromosTwitter:

● Post updates about finding lost items.● ReTweet and Hashtags

○ #FoundIt with my #ThumbTracker Radio Ads● Rush Hour, during work day● Internet Radio